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Chrysler truck brand to launch 'Guts. Glory. Ram.' tagline

Fri, 06 May 2011

Chrysler Group's Ram truck brand is launching a tagline as part of a second-year sponsorship of Churchill Downs and the Kentucky Derby.

The new tagline--"Guts. Glory. Ram."--pays homage to the history of the Ram brand and will debut Saturday during the TV broadcast of the Kentucky Derby, Chrysler said in a statement Friday.

Actor Sam Elliott will remain the voice of Ram.

The Ram brand has not relied on a tagline since it was part of Dodge and shared "Grab Life by the Horns."

The new tagline was created by the Richards Group, a Dallas advertising and marketing agency. The Ram truck brand was separated from Dodge as part of Chrysler Group's 2009 reorganization.

Ram sales rose 29 percent in April from a year ago, and have climbed 36 percent this year.

By creating a stand-alone brand for Ram trucks, Chrysler says it has allowed engineers and marketing executives to better concentrate on how core customers use big pickups and what features they prefer.

For 2011, the Ram lineup was expanded to include Ram 3500, 4500 and 5500 chassis cab trucks.

Chrysler has invested substantial resources in recent years to re-establish the Ram pickup in the United States.

Changes include more refined interiors, more durable engines and enhanced features such as coil spring rear suspensions, lockable and lighted bedside storage and in-floor storage on all crew cab models.

By David Phillips- Automotive News